Australia - overarching brand

 

What was the stimulus to start research on Australia Brand issue?

In August 2009, former Trade Minister Simon Crean announced a four year program called Building Brand Australia to be led by the Australian Trade Commission (Austrade).
The announcement was a response to the 2008 Mortimer review of Australia's export policies and programs for the Australian Government, in which it was recommended Australia: “adopt a national brand and a national approach to the promotion of all dimensions of that brand – including trade and investment.”

What where the first steps you did towards this direction?

On 26 August 2009 Trade Minister Simon Crean announced the Australian Government would spend $20 million over the next four years to deliver a new international brand for Australia.

“The new Brand project is about selling Australia to the world,” Mr Crean said.

“We need a cohesive brand that captures the essence of Australia and underscores the quality of all that we have to offer in sectors such as trade, investment and education.”
“We must find a better way to define our identity, and brand it.”
“Building Brand Australia will deliver a boost for Australia’s global image,” Mr Crean said.
As a result of a competitive tender process, advertising agency M&C Saatchi were appointed by Austrade as the creative agency to develop the brand; its visual identity, strategy, architecture and associated creative resources.
As part of the tender process, a number of concepts were subject to extensive quantitative and qualitative research in 14 countries: Australia, China, Japan, India, South Korea, Indonesia, Malaysia, Vietnam, UK, Germany, France, Russia, USA, and Brazil. Approximately 1,000 people in each market – 14,000 in all – participated in the research conducted by global research firm, TNS.

 

In Anholt-GfK Roper Nation Brands Index Australia was ranked at 9th place among 50 countries. Which dimension appeared to have the lowest result? Do you plan to improve this area? How?

In the 2010 Index Australia retains a very strong overall reputation. Ranking 9 out of 50 countries Australia has very positive rankings for People (2) and Tourism (6).

Overall, Australia’s lowest rankings are for Culture (13) and Exports (10).

Interestingly, in the 2010 NBI Poland was one of the countries asked about Australia. With an overall ranking of 15 out of 50 this is how Poland ranked Australia on each dimension: Governance – 11, Culture –17, Tourism – 8, People – 5, Immigration/Investment – 14, Exports – 15.

The Exports dimension is made up of three questions which address the following concepts:
- The country’s contribution to innovation in science and technology
- The effect of a product or service’s “country of origin” on people’s attitudes towards
purchasing it
- The degree to which the country is a creative place with cutting-edge ideas and new
ways of thinking
The exports dimension in particular is a focus for us. It is clear we are not well known for cutting edge ideas or innovation in science and technology, yet the reality is we have made important global contributions in these fields (see the Fact Sheet).

Country reputations are developed over time and influenced by many factors. The Building Brand Australia Program is not intended to dramatically shift Australia’s (very good) reputation but to understand how the nation is perceived in different markets, encourage a more consistent and strategic approach to the promotion of Australia and to leverage existing opportunities to raise awareness of Australian capability.
By working closely with Government and other partners the Program aims to deliver on the following objectives:
- Develop and share a deep understanding of Australia’s global reputation through global research
- Develop a strategic and flexible brand identity for the nation (Australia Unlimited)  
- Maximise usage and visibility of Australia Unlimited globally
- Identify and promote world class Australian thinking and initiatives internationally

Was the Austrade founded especially for the management of the Building Brand Australia Program? Whose initiative was it? What are its duties?

Austrade is the Australian Government’s trade and investment development agency. Building Brand Australia is only one program that sits within a much wider network that comprises more than 100 locations in over 55 countries (including an office in Warsaw). www.austrade.gov.au

 

What is Australia Unlimited? How was it developed?

The logo is a representation of Australia symbolising our growth and expansion. It embraces the best of Australia and speaks to the future-focused nature of our endeavours and our outward looking approach to global affairs. It was developed by M&C Saatchi and tested in a global research program.

Is it a big challenge to introduce planned strategy? Who will be involved?

We are working with a diverse range of stakeholders including other government departments and a business advisory board. Its members are:
- David Mortimer (Chair) - Chairman Australia Post. Conducted the Mortimer Review of Export Policies & Programs, 'Winning in World Markets' for the Australian Government.
- Rob Murray – CEO, Lion Nathan
- Sandra Chipchase - CEO Melbourne Convention & Visitors Bureau
- Professor Margaret Gardner - Vice Chancellor, RMIT
- Mark Johnson – Chairman, Australian Financial Centre Forum
- Michael Luscombe – CEO, Woolworths, represented by GM, Supermarkets & Corporate, Luke Dunkerley

One of the key objectives is to increase visibility of Australian initiatives internationally and non-Government stakeholders will also be approached to participate in the Program. This will involve licensing use of the brand mark to those with an international presence and an interest in promoting Australia offshore.

Are Australian cities cooperating with you to create consistent image of Australia?

Australia Unlimited is our nation brand. States, territories and cities continue to promote themselves however where the Australian Federal Government is represented overseas the overarching branding will be Australia Unlimited.

With Caroline Bergman, Project Manager, Building Brand Australia talked Agnieszka Furmańczyk